Purpose of music video

In order for me to actually attempt to make my own music video with a group i need to actually understand the purpose of music videos which is mainly how individuals generate money. I will be describing the purposes in detail below.

Representation of Artist

If we take a look at the Beyonce music video of 'sorry' where she presents herself as a leading independent, fierce and uplifting female shown by the visuals of her sitting on a throne with a dark touch to the video, unbothered, followed by the repetition of "i aint sorry" lyrics. This indicates that she doesn't need the supposed male she is talking about in the music video and she is fine on her own.  I think this is a way for Beyonce to encourage audiences and viewers to be independent and be just like her, to mainly uplift woman and promote feminism. Beyonce is already known for her strong feminist view and using dark and fierce woman in her music video would help promote it more and make her a good public figure. This means her audience may grow and generate higher profits for her record label and of course for herself as more people will buy her music and be interested in the same views. 

Synergy

It is also beneficial for artists to promote themselves. Synergy is the corporation of two or more organisations to create something that tends to have a greater effect than working separately. An example of good synergy is Beyonce song 'Crazy in love' being used in the movie 50 shades of grey. This helped both parties as Beyonce is the famous queen of pop which meant she had a large audience and would therefore attract viewers to watch the movie which would help generate high profits for the movie. This is also beneficial for Beyonce as she may gain more viewers (new fans ) in general as there may be audiences who have never heard of her and discovered her music in the movie. The intermediate relation between the plot, the story of love and sex, with the lyrics "crazy in love" would be satisfying for the audience as it wasn't out of place and it was synchronised. This may add to the effect of love creating empathy and building a greater bond between the movie and audience.

Major, Indie and Unsigned record labels 

The purpose of record labels is to look after the artists and help them on the journey of their career to become big and known as well as improving in terms of vocals, their image etc. This means they also get some of the income coming in for for the artist, therefore it is really important to improve the artist to generate higher profits. However, this is not always achievable for record labels as there are different stages of record labels company. Companies such as XL Recordings are a known independent record label which tends to produce dance and sometimes eccentric music with it's biggest star being Adele raising their bank balance from £3 million to around £35million with her album 21 making them popular. However, they are not as big as the major record labels such as Sony music, UMG(the data below shows that UMG have made 1,119 euro millions in 2016 already)  and warner who are have a bigger capacity to promote their artists on a larger scale as they are sure to have links with other organisations such as magazines, radio stations and many more as they are financially stabled and will not go into liquidation if the company advertisement wasn't effective. On the other hand, there are record labels which are not even signed or registered nor financially prepared and are having to force the promotion of a artist by using the door-to-door method or word of mouth which is obviously time-consuming and requires dedication. 

Extension of Outlets

Outlets such as Youtube, Amazon music and iTunes are large platforms/outlets which music can be listened to which also generates money for artists as they're helping the platform known and recognised as well which can be looked at as a form of synergy. Platforms earn profits from the amount of views and membership (iTunes, Deezer, Amazon etc.) as it is entertainment viewers but platforms such as youtube is almost fully free to use and only make money from adverts and a few movies that have to payed for. Youtube allows anyone and not just popular artists to upload their videos/ tracks, however their pay is really low (shown by the figures below) with $1,750 per a million plays. I think this is because youtube  Platforms such as Nokia and Google offer higher rates. 

Different types of music videos

Different types of music videos 

A music video is a short film combined with a song and imagery to promote artists. There are different types of music videos which i shall explain in full details below.

Performance 

Performance music videos mainly show live performances of artists singing,dancing and etc. in front of audiences which may have an effect on how audiences take it in. For example, if the audiences are jumping and dancing this may reflect on viewers and they may do the same. It's almost like the producers are telling viewers how to "vibe" with the song using the performance technique. For example, Beyonce's 'I was here" was a live performance which was to promote her being charitable and to show that she did something for others, especially through the lyrics "i did everything that i wanted.." alongside cutaways and fades from the performance to archive footages of her helping orphans and children that need help. We also see the audience clapping and cheering for which will of course affect the viewers and also embrace Beyonce's good works and will be proud of her.

This is a music video by Red hot chilli peppers- 'By the way' which is a Rock performance video which shows a lively band with guitars and bass drums repeating the lyrics "By the way i tried to say i'd be there..". The lyrics had a lot of wordplay and that quirky list of words technique that rock music tend attain. This performance didn't show the audience despite being on stage, however the content movement and 'funk' would engage viewers and it's like audiences are being shown how to 'vibe' to the music as well as to follow the convention of the genre.

Narrative 

Narrative music videos tend to be used by RnB and Soul artists to carry out a message, to show personal experiences and emotions which are often about love and relationships and heartbreak. This allows the audience to empathise and relate with the the song which creates a bigger bond between the viewer/listener and the music/artist which artists aim to do so in order to gain more views and supporters. In order to achieve this, producers tend to use low tempos and instruments such as the piano and guitar which helps with the empathising. An example i have included to understand narrative music video is Trey Songz 'Cant help but wait" single which is RnB which follows the storyline of a woman who he fancies and happens to be his next door neighbour's wife being abused by her husband and he is trying to tell her that he would treat her much better. He tried to fight her husband after seeing him hurt her which led to a secret affair with him and the wife; in the end the husband caught both of them and the song ended with the cliffhanger "to be continued..' which Trey Songz didn't ever continue and left the audience to guess what would've happened next. This is very engaging and the mysterious ending is very effective.  

Etana's reggae music video "people talk" beats the stereotype of RnB music being the only genre that have a narrative side. The music video shows visuals of people being two faced to Etana; people giving her compliments and then as soon as he turns her back people badmouthed her. There are also shots where there's one woman that represents society and says society's expectations of women "you should show more skin!" Etana replies with "Me nuh see them, i just keep walking" (I don't see them, i just keep walking). This may have been a personal experience for Etana or just showing how she dislikes her society's conventions and is trying to make a change by saying that "mi ah hol' up my head up just the same" (I still hold up my head the same way i do) which is encourages viewers to still be themselves and that we don't have to meet others expectations. 

Conceptual 

Music videos like this are known to show ideas in unique ways using characters and visuals to sum up meaning which is very artistic. Also, what is seen is often more important than the actual music shown in the pop music video by 99 souls Girl is mine which is initially "boy is mine" by Brandy and Destiny child, the song was just remixed which means viewers would most
likely have heard that already however to engage viewers the visuals shows a robotic guy in some sort of backwards world, we viewers are then shown that he was 'disabled' before and it was a girl he met in the same situation that motivated him to be able to walk again properly and when they both learnt they ran away from the institution together. This i think shows how strong and weird love is at the same time. However, this would've been challenging for some viewers as it is very confusing and wouldn't be counted as normal at all, it's a bit supernatural.

Interpretative

Interpretative music videos Show correlation between the lyrics and the visuals which most audience prefer as it's easy to understand the idea as it has been interpreted already. Also, it's very often that music videos like this tend to make viewers feel like they're going on a journey with the artists which is very exciting. An example of this is the song "man down" by Rihanna in which she shot a man as she says in "central station" which is shown in the video when the man fell with a head shattered from one bullet and she also says "i never thought i'd do it" which goes well with the shots showing her greeting people and being cheerful until the point when the same guy manhandled her.

Another good example is "Running(lose it all) by Beyonce and naughty boy as the visuals shows a man and a female underwater lost somewhere trying to find each. The lyrics also support it; "so where are you? I've been calling you. I've been missing you." The struggle and the fighting with gravity from both genders shown in the video will obviously alert viewers that they're both in love and they are trying to find each other. 

Animation 

Animated music videos are hand drawn or computer generated which means no real humans are shown in the music videos however the artist music is incorporated. This allows artiststic visuals and unnatural Images which wouldn't be possible to do with real actors and humans. However, graphic and computer animation is costly and time consuming as it requires a lot of attention and using computers and props. An example, i have used is 'Black girls magic' by Londrelle which is the simplest animated video he's ever made which really goes well with the concept of embracing black girls. The animation shows the actual lyrics in complex ways on the moon and the visual of the girl brushing her hair appearing on the moon which  i'd say is a great effect. This is because black normally connotate 'roots' and the moon is know to "see your soul" which implies that the artist message is to show that black skin is wonderful and may be trying to stop discrimination.

Another example is the Vocalid animated video by Echo which contains flashing images and has a upbeat side to it, a bit like dubstep. The supposed woman in the visuals has a television head which then shifted into different types of images and different colours rushing out of no where with the lyrics "please can i be, please can i be, colourful" which gives viewers the ideas that the artists echo who has made this also wants to promote differences and the idea of being yourself hence the use of "please", begging society.




Surreal

Surreal music videos show no clear narrative or message which allows the audience to see the artists creative and quirky side. It also gives ideas of being different, independent and limitless which can be motivating for individuals as the artists do not follow the normal music video conventions. An example of this is Fireflies by Owlcity as it shows many toys In a room coming alive and the artist sings about things which he wishes would happen in the world which could never happen, "sock hop on to my bed". The main idea was that everything is not as it seems and maybe things we think are lifeless actually have life which is very superstitious yet unique!
Bangarang by Skrillex doesn't really have a meaning as the visuals shows two boys go around with explosives, exploding things and shocking people. The bass is very fierce and heavy DJ scratching effects which matched the 'bad boy' movement of the boys as well as the lyrics "shout to all my boss boys". This music video is basically just showing bad boys or should i say promoting violence and bad behaviour.

My pitch

Transcribing and analysing lyrics and music

My unsigned artist is called Sydney Renae who is based in America and is popular on youtube, Souncloud and  Deezer.

I think the intended primary audience would range from teenagers from 13 to about 30 as most of her songs are love songs and relatively applies to young couples. 

Lyrics -Into you 

I can't explain it

I'm into you 

and every little thing you do 

Never felt that way about no dude

believe me when i say that i am feeling you

Its so hard to find 

someone who is true and kind 

kind in every way like 

to my body and to my mind

(Hook)

Is it true?

That i'm all you need 

is it true?

That you are the one for me

Is it true?

When you are with her 

That i am all your memory 

Is it true?

You be missing me 

is it true? 

The way you be kissing me 

I turn your world around and upside down 

You got me now 

(Chorus) 

I really like what you've done to me

I have no clue what it is you do 

But all i know is i be loving you x2

Everybody's like girl don't trip

You the only one he been with

He don't even really commit like that 

I ain't never seen him with no other chick 

like that 

So tell me how you feel 

cause i cant read yo mine 

wanna know what you've been thinking 

and what you feel inside 

(Hook)

Is it true?

That i'm all you need 

is it true?

That you are the one for me

Is it true?

Cause i've been imagining 

The beauty in what life could be 

Is it true?

I wanna know 

is it true? 

Are you serious?

Do you feel the way i do?

Are you into me like i'm into you?

(Chorus) 

I really like what you've done to me

I have no clue what it is you do 

But all i know is i be loving you x2

According to the lyrics above the main themes of the song is Love and Frustration at the same time as she is wondering if the person she is in love with feels the same way. 

Analysis of the lyrics 

• The most obvious technique the artist uses is repetition, "Is it true?" which adds emphasis on how frustrated and impatient she is to know if he is in love with her. This shows how emotional she is which will engage the audience even more. 
• Exaggeration- "I have no clue what it is you do ", this is classed as exaggeration as it almost suggest that the feeling is supernatural which shows again how much she is in love with him and would show the audience how deep love is. "Everything little thing you do." this also shows obsession that everything he does she endures.
• The structure is verse 1/Hook/Chorus/verse 2/ Hook/Chorus which is almost like declaring her love, questioning his feeling and then expressing her love again and repeated. Hence why i decided one of the themes is frustration. 
• There are also a lot of questions throughout, e.g. " Are you into me like i'm into you?" which makes the song seem direct and like a letter to the addressee.
• The use of slang and improper language such as "ain't"or "girl don't trip" which is stereotypically used by teenagers which depicts that this is young love hence why the audiences might also be relatively young. 

Analysis of the Music/Tempo

The instrumental of this song is made up of notes from a electric piano as well as blurred lyrics of the artist played in the background. The instrumental is well suited for the genre as its quite chilled and only beats on a high note where the lyrics need to be intensified. For example, at the start of the song the only sound was faded and blurred and once the line "I cant explain it" kicks in the note is high and tense (tempo) which welcomes the audience and listener into the song and will engage them. However, throughout the song there is a wave of high and low which suits the idea of the artist being confused and frustrated. 

Applying it to my music video

I have decided to make my music video to this song narrative with a pinch of interpretative that actually visually shows the two couples being in love and the girl being some what insecure which will be shown during the hook as she question his love. This could be done by showing the girl disturbing the guy and lip synching the line repetitively "is it true?". i'll also show the good times where we see she likes "every little thing" he does by cuddling him or smiling at him intensely and showing how in love she is during the verses where the tempo is low and depicts peaceful love.

Good and bad music video techniques

There are certain aspects in music videos which are not always noticeable that are not up to scratch and some are perfectly  done.

I will be starting with Lip syncing in music videos. Lip syncing is when a track is being played and the artist is having to mime it, especially if there is going to be a choreography dance in the music video which means the artist would be exhausted if they were to be singing. Also, artists have to record at studios in order to achieve that professional touch by cleaning the vocals and repairing the faults. However, some editors do not always get the artist's lip sync and the track at the same exact time, by a few mono seconds or so.

I found a bad lip sync by Sumerella at 0:19 as the artist was a few seconds behind the track which isn't very noticeable as the track is running at a slow pace as it's meant to fit into the RnB genre. This is the only bad lip sync i could find as in the modern world everything is made to perfection with new introduced technology and improved computers. Also, this artist is unsigned which means the editing wouldn't have been done by a professional.






 On the other hand, i found a good lip sync from the Afro genre, 'Girlie'O' by Tiwa Savage and Patoranking who are signed artists and are huge in the Afro-genre sector. This means they'd have good links for editing and alms perfect music videos, hence why the lip sync is very good throughout despite the dance choreography and moving around, especially from 1:00 to 1:09 were there was also different shots.






The next technique i will be talking about is 'Cutting to the beat' which means each shot goes with the beat of the artist track in time.
The number of cuts also matters when making a music video to make it more effective and fit the genre. For example a 'grimey' track represents energy and somewhat bravery which requires a lot of shots cut quickly to go with the speed garage style.

Bobby Shmurda's 'Hot n*gga ' music video didn't follow this technique at all, it looks more like the editing was just done by combining shots together and weren't cut to the beat.

However, 'panda' by Desiigner really cuts well to the beat as the tracks genre is hip hop which means the instrumentals range from being trill to hardcore hardcore bass which means some shots can have tracking shots/ pan (0:00 to 0:004 and tracking by cutting different shots from 00:05 to 00:15) with a duration time around 10 seconds and then may later persists of quick cuts (three shots within 5 seconds, 02:03 to 02:07) which worked well with this Panda song.









Special effects work well in upbeat songs fitting into dance hall, Dub and Techno and Rock however other genres try to use special effects which sometimes work. A good example of special effects is shown in Sledgehammer.
A bad example is the music video "with that" by Young thug which had shots of the casts head enlarged and body minimised at about 0:45 which is very unnecessary as especially being a rap song. At 1:12

Camera language is important as it has a huge impact on the audience and sometimes shots in music videos don't make sense or doesn't work with the concept/narrative (which some artists tend to do anyway).  I found examples of bad camera language in the song "Luv" by Tory Lanez which is a RnB obvious love song; At 0:45 we can see that there is a long medium shot which was done over the shoulder of extra casts of supposed Tory Lanez but it could've just been anyone wearing his shirt. Also, at 2.41-2.42 we see the artist burying his face on the other side of the female model at a more lower angle, the next shot should've been cut to actually seeing him on the other side in order to allow empathy, for audiences to see how in love he is with this girl he talks about. At 1:25 to 1:30 there is a cut away to the car driving past which is not relevant at all as well as the fact that it is too long this could've been sped up with the X4 feature.





I have used Gyptian's dancehall/Reggae "Nah let go" that has good examples such as at 1:06 to 1:07 where the shot shows them looking back with a close up and at a medium angle which goes with the narrative as they have both just stolen money and are looking back with worry to see if they are being followed which will be clear to audiences. A good use of high angle was used in 1:21 where we see the artist, the stolen money and the model which depicts their sort of relationship to the audience. There is a good use of cuts overall which helped with the continuation of the storyline.


Lastly, Chroma keying is a post production for compositing video streams together based on colour shades by using the green screen which gives a clean key for editors to switch the background with something else. Artists are forced to use this technique as it allows them to include shots which cannot be physically done such as falling from the sky.

                                                                                 The candy land background for Katy Perry's 'California girl' has good chroma keying shown starting at 00:10 where she was walking and first discovering the land, the background was well lit and i think this was accompanied with props which made the location look 3D (or the set could've been set up with 3 walls with green screens) hence the camera panning rightwards. This meant the audience would actually believe that she was in candy land and would indulge in the artists adventure. On the other hand, Riahnna's 'Rude boy' music video is very obvious was done with chroma keying as the artists doesn't fit with the background in certain shots shown at 00:26 and 00:36 which may have been done intentionally to just be a fun and surreal which suits the artist as Rihanna is very creative and out of this world.

Permission email to Sydney Renae

Here is the permission email requesting permission from the artist of my choice.

Richard Dyer's 'Star theory'

Richard Dyer's star theory explains what makes a star, how a star persona is constructed by themselves or via record labels to gain more recognition.

This theory has been split up into four sections:

• Stars as Construction
• Stars as Personalities
• Stars as Products
• Stars as Embodiments of ideologies and culture

Stars as construction

This section explains how record labels mould artists and make them into something they're not to gain more views and more profit which some artists adapt to and some don't. 

An example of this is shown by the story of a Nigerian Afrobeat artist (picture shown)known as 'Rundown' who was signed to Ericmany Entertainment was forced to leave the record label as he was caught attending concerts and shows without the knowledge of the record label due to his personal needs and the fact that the record label hid him as an artist. Leaving the label meant he was bound to make more profit free roaming especially because is quite popular anyway. 

Stars as personalities

This is another theory of what makes a star; connecting to audiences on a personal level with their music and career as a whole. For example, one of my favourite artist is Bryson Tiller who rose as an artist at the end of 2015 through his RnB album 'Trapsoul' which stands up for women who are mistreated by men (makes them feel worthy and advices them) and cheated on which he expresses through his lyrics, "he only fucked you over because you let him". Also, he was homeless before his uprising which motivates audiences that they can make it.  I've attached the link to the debut single "Don't".


Stars as products

Star's tend to sell merchandise that makes them more profit on top of their music profit which essentially is them filling the gap in the market as it's innovative.  An example of a artist who did this and is still popular in 2016 is Bob Marley who's face and Jamaican flag is on mugs, t-shirts, cups, necklaces and etc. This is an example of how stars promote themselves and get their face and music known which was generally about his culture, society and morals.

Stars as embodiments of ideologies and culture

Star embodiment refers to artists starting either a new fashion trend, cultural discourse - what's happening now as well as creating new ideas. Artists that do this tend to make effective changes in society as they are popular and audiences are bound to follow. 

An example of an artists who developed this is Meghan Trainor, especially in the song "All about that Base" which promotes 'thick' and 'big' girls that they are just as good looking or even better than skinny and slim girls. This would've drawn in a lot of that sort of audience and has definitely given people confidence shown by a few stories social media.